Inbound marketing is a tactic that relies “on earning people’s interest”. A tactic used by companies to target their markets. These companies have adopted a “farming mentality” by providing their markets with enough information and assistance to make an informed decision. Thereby, increasing their credibility and profitability.

The Problem

Audiences are tough and bored out of their socks at the slightest hint that advertising. The main reason being – they have the information at their fingertips. According to Google, more than 66% of keyword searches take place via mobile devices. As a result, potential customers empower themselves with information about companies products, services. Therefore, they will use it to their advantage and go with the company that has earned their interest. The simple truth is – “Telling and selling” is no longer the answer. As a result, companies are focused on building relationships, trust, and credibility.

Inbound Marketing – The Solution

The average company budget spent on digital marketing has increased over the past few years. With every 1 out of 8 minutes online spent on Facebook, it is hardly a surprise. Companies are sensitive to the needs of their customers. Consequently, they generously share information and reap the rewards of modern-day network marketing. Therefore, by earning their customer’s interest within a vast but selected public network, they have increased their visibility and credibility. “Helpful is the new viral.”

Firstly, one of the key factors when ranking a website for search engines is its information relevance and abundance. It is no secret why organizational websites like Wikipedia rank high on search engines. They normally contain plenty of useful information. A website or a blog which is well optimized for search engines, and filled with relevant information increases a business’s online presence. An increased rating on search engines results in increased visibility and credibility. The same principle applies to the use of social media pages. Its effectiveness is increased if platforms are inter-linked. A popular way of doing this is to add “like” buttons and Facebook widgets to the company’s website that link back to their social pages.

Lastly, companies use their websites and social platforms to build relationships with their customers. Companies ensure regular newsletters are sent out to subscribed customers. This strategy adds great value as an inbound marketing tactic. As a result, the customer receives helpful information assisting them in their decision making. Newsletters don’t sell a company. They contain valuable information and helpful tips about an industry. Therefore, building a relationship and earning their interest. It is important to note that customers should voluntarily subscribe and unsubscribe to these newsletters. Spamming customers defeats the purpose of Inbound Marketing.

on social media platforms and search engines serve two purposes. The obvious one is that it drives controlled traffic to very specific online locations. Consequently, due to setting target demographics, target devices, i.e. cell phones, desktops and specific search phrases. Furthermore, guaranteeing qualified inbound leads.

More importantly, keyword campaigns are measurable. A controlled keyword campaign provides very valuable and factual data about the company’s online target market. As a result, data is then used to improve customer relations. Who wouldn’t like to know what specifically a customer was looking for, where and when they were looking for it and how often? If we knew that, we would know what the next post on our social media page would be. Knowing the subject of the next article in our newsletter. Emphasizing the importance of catering to mobile devices in our industry is. Therefore, we could capture the interest of potential customers online and nurture the relationship that is based on customer interests.

Statistically, companies that blog, drive 55% more traffic to their websites. Consumers yearn for information and they are grateful to those that provide them with it. Most importantly, it seems that it invigorates a sense of loyalty towards the provider of useful information. Furthermore, that is exactly why word-of-mouth, networking, and social media has transformed the way companies do business. Companies all over the world are adapting to this age-old marketing principle of building relationships. As a result, it is fast becoming the only way to do business and the internet is the most economical and logical platform to launch it from.